DEMOGORGON.

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BEER BRAND DESIGN

DESIGN BY RUI WANG 2020

OVERVIEW

PROJECT DESCRIPTION

“DEMOGORGON” is a beer brand that is based on the TV series, “Strange Things”.

PROJECT PURPOSE

Every brand needs an identity–identity is a total experience - not only a visual one. A brand's identity is the organizational DNA represented aesthetically in a look and feel. A brand mark (or logo), the single most important mark and heart of the brand embody what a brand stands for. It is the simplest expression of the business - its purpose and reputation. The mark you create, along with the tone and voice of your brand must reinforce the value and purpose of your brand and speak to your target audience.

TARGET AUDIENCE

Millennials and GenZ who have work stress or need alcohol to relieve mental stress.

OUTCOMES

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LABLE DESIGN (8 X 5 INCH) FOR 12oz CAN BEER

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THERR FLAVOR 12oz CAN BEER

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6-PACK PACKAGE DESIGN (8.25 X 5.625 X 5 INCH)

IN-STORE POSTER
IN-STORE POSTER

Describe your image

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IN-STORE POSTER
IN-STORE POSTER

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IN-STORE POSTER
IN-STORE POSTER

Describe your image

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IN-STORE POSTER
IN-STORE POSTER

Describe your image

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IN-STORE ADS DESIGN

Magazine
Magazine

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Magazine
Magazine

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Magazine
Magazine

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Magazine
Magazine

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PRINT ADS DESIGN

ADVERTISING CAMPAIGN

As technology advances, millennials are more closely connected with new technologies. The advertising campaigns try to use new Augmented reality (AR) technology to attract target customers. Hope to attract more millennials from the novel AR technology. Customers can get different offers and rewards by scanning characters. The campaign includes three steps.

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STEP 1: Find the target beer characters

STEP 2: Use the ROAR App to scan target beer characters

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STEP 3: Get beer information, coupon, and gift

All Videos

All Videos

Watch Now

VIEW THE DEMONSTRATION VIDEO

PROCESS

CONCEPT

The concept comes from the TV series “Strange Things.” Stranger Things is set in the fictional rural town of Hawkins, Indiana, during the early 1980s. Stranger Things has attracted record viewership on Netflix and has a broad, active, and international fan base. The brand combines the Strange Things storyline and the millennials who need alcohol to release pressure, establishing a unique brand identity.

TONE OF VOICE

Fear; Mysterious; Supernatural; Villain; Relieve Stress, Monster.

STORYLINE

The storyline revolves around the three villains that appeared in the Strange Things. Use them as a brand inspiration.

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Demogorgon

The Demogorgon, also known as the Monster, was one of the main villains of the first season of Stranger Things.

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Mind Flayer

The Mind Flayer, also known as the Shadow Monster, is the main villain of Stranger Things (the second season).

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Dartagnan

D'Artagnan, commonly referred to as Dark, is the hidden and true secondary villain of Stranger Things.

TAEGET AUDIENCE

Ages 24-39, Millennials who have work stress or need alcohol to relieve mental stress.

BREWERY NAME

There are two meanings for the beer name Demogorgon. One is A mysterious spirit or deity often explained as a primeval creator god who antedates the gods of Greek mythology. Another meaning is the name of the monster in Stranger Things.

COLOR PALETTE

#1A1449

#006837

#E42320

#000000

TYPE STUDY

Balboa-Bold

ABCDEFGHIGKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwxyz

Deformation

LOGO SKETCH

There are two meanings for the beer name Demogorgon. One is A mysterious spirit or deity often explained as a primeval creator god who antedates the gods of Greek mythology. Another meaning is the name of the monster in Stranger Things.

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* The logo finally gets four color schemes, which can be selected according to different usage scenarios.